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Taylor Swift has made history with her "Eras Tour," which officially concluded on Sunday, becoming the first-ever global music tour to gross over $2 billion. According to a report by Variety, the nearly two-year-long, 149-date tour earned an impressive total of $2,077,618,725, with over 10 million people attending the shows worldwide. These numbers were confirmed by Swift's team to Variety.
A significant portion of the "Eras Tour" took place at NFL stadiums, contributing to its massive financial success. Swift's three performances at Hard Rock Stadium, the Miami Dolphins’ home field, in October 2023 were among the most lucrative on a per-night basis for any NFL owner.
The tour's U.S. leg kicked off in March 2023 with two shows at State Farm Stadium in Glendale, Arizona, home to the Arizona Cardinals. The first 20 stops of the tour, part of a 53-show American leg, took place at NFL stadiums. The U.S. portion concluded in early August 2023 with a six-night run at SoFi Stadium in Los Angeles, a venue shared by the Los Angeles Rams and Chargers.
Swift's Influence on Tourism and NFL Viewership
Not only did Swift’s “Eras Tour” draw huge crowds, but it also had a positive impact on local economies. The Federal Reserve Bank of Philadelphia reported that her shows at Lincoln Financial Field, home to the Philadelphia Eagles, in May 2023 significantly boosted tourism in the region. Her influence was also felt in the NFL, as her relationship with Kansas City Chiefs tight end Travis Kelce was credited with boosting NFL TV viewership, despite some overestimation of the impact.
Swift's connection to the NFL extends beyond her romance with Kelce, as her tour benefited from the partnership between the NFL and Live Nation Entertainment. Live Nation, which merged with Ticketmaster, has been the NFL’s ticketing partner since 1994, with the current agreement running through 2026.
Ticketing Challenges and Legal Issues
The tour faced some ticketing challenges when Swift’s team initially struggled to meet demand. AEG Presents, the tour promoter, blamed Ticketmaster for the situation, claiming that they had no choice but to work with the company. This ticketing fiasco played a significant role in the U.S. Department of Justice's antitrust investigation against Live Nation, which was filed in May 2023.
Global Tour and Economic Impact
Swift’s "Eras Tour" continued through South America in late 2023 before moving to Tokyo, Sydney, Melbourne, and Singapore in the first quarter of 2024. The Singaporean central bank even acknowledged that the tour boosted the country’s GDP during that period.
The second leg of the tour mainly took place in Europe, though the Vienna shows were canceled due to a terrorist plot. Upon returning to the U.S. in October, Swift performed in NFL stadiums, including the Caesars Superdome in New Orleans and Lucas Oil Stadium in Indianapolis.
Final Stops and Profitable Concerts
The "Eras Tour" concluded in Canada with six performances at Toronto’s Rogers Centre and three at Vancouver’s BC Place. At the 53 shows held in NFL stadiums, Swift kept nearly all of the ticket revenue, with the teams only receiving a small cut or a rental fee for the use of their venues. However, local teams profited significantly from the events, with concessions, parking, and merchandise sales all contributing to their earnings. Premium seating revenues also surged, as business executives sought luxury suites and club seats. Teams reportedly earned $4 million or more per night in profit after expenses.
